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Cette recherche porte sur les représentations de l’hygiène corporelle en France entre les années 1880 et 1980. Une étude de type historique a été menée pour comprendre le travail de légitimation autour d’une nouvelle définition de l’hygiène corporelle mené par différents entrepreneurs institutionnels (entreprises, communauté scientifique, école, presse, etc.). Ces derniers mettent en œuvre plusieurs stratégies : ils associent l’hygiène corporelle aux bonnes mœurs, ils mettent en place de nouveaux outils d’hygiène corporelle pour accompagner les consommateurs, et ils définissent des comportements légitimes et illégitimes relatifs à l’hygiène. A travers ces stratégies, nous éclairons la notion de ressource distribuée, en contrastant les rôles et les modes d’intervention dans lesquels s’inscrivent les différents entrepreneurs institutionnels.

Research on market shaping highlights the capacity of actors to influence a market by legitimating/delegitimating a consumption practice. This literature emphasizes the institutional work of actors in creating or transforming a market. However, little attention has been paid to the consequences for market shaping when some institutional actors endeavor to disrupt a market while others seek to maintain it. Drawing on a qualitative study of the Tunisian Sefsari clothing market, we show that actors in the dominated market logic can revive the market by working institutionally in response to institutional forces disrupting the Sefsari market. The market studied is shaped by a relationship between two opposing institutional logics that translates into an institutional complexity conveying identity tensions. By exploring market shaping as an outcome of dialogical legitimation/delegitimation work by institutional actors, our findings contribute to existing theorizations of market shaping and have a number of managerial implications.

International audience; Sustainable luxury is a strategic issue for managers and for society, yet it remains poorly understood. This research seeksto clarify how corporate social responsibility (CSR) actions directly and indirectly (through brand value dimensions) affectconsumers’ willingness to pay a premium price (WTPP) for luxury brand products, as well as how a long-term orientation(LTO) might moderate these relationships. A scenario study presents fictional CSR actions of two brands, representing differentluxury products, to 1,049 respondents from two countries (France and Tunisia). The results of a structural equationmodeling approach show that the luxury brands’ CSR actions negatively affect customer WTPP overall and for each brand.The luxury brands’ functional and symbolic value dimensions positively mediate the effects of CSR actions on WTPP,whereas social value does not. The effects of CSR actions and brand symbolic value on WTTP do not differ between countries.The effect of functional value on WTPP differs across countries, such that it is stronger for high-LTO than low-LTOcultures. Inversely, the effect of social on customer WTPP is stronger for low-LTO than high-LTO cultures. These findingshave theoretical and practical implications for luxury brand managers.

PurposeThis study investigates how price, promotion and consumer characteristics affect consumer choice of high over medium- and low-equity cosmetic brand under different macroeconomic conditions.Design/methodology/approachThe study uses purchase records from MarketingScan's Behaviour Scan panels (a GFK – Mediametrie Company) covering the period from 2008 to 2009. The panel analysed represents a sample of 2,149 households representative of the national population.FindingsResults indicate that regular price and relative brand price increase high-equity cosmetic brand choice over both low- and medium-equity brands, while reference price decreases it. Brand feature promotion activity and joint promotion positively affect high-equity cosmetic brand choice, whereas display promotion decreases it. In comparison to medium-equity cosmetic brands, gender and education slightly increase high-equity cosmetic brand choice, while age decreases it. Surprisingly, household income does not affect high-equity cosmetic brand choice. The effect of regular price decreases over worsening macroeconomic conditions. However, the effect of relative brand price decreases between low and moderate contraction periods, but increases between moderate and high contraction times. Feature promotion is effective only when the contraction is moderate, while the negative effect of display promotion is stable over time.Originality/valueThe paper underlines the moderating role of macroeconomic conditions on the relationship between pricing decisions as well as promotion activity and consumer choice of high-equity cosmetic brands.

International audience; More than 30 years have passed since Doi Moi, the economic and political reforms that transformed Vietnam into a lower middle-income market from one of the world's poorest markets. This transformation brought about changes in the consumption practices of Vietnamese consumers. Despite several studies focusing on these changes, the impact of the government's politics on young Vietnamese consumers' consumption practices has been largely unexamined. This study explores how young Vietnamese consumers develop and express their self-identity through their everyday consumption practices. Our findings from in-depth interviews and participatory observation indicate that consumption fosters reflexive self-awareness concerning the young consumers' competences, body sensitivities, and distinctive tastes in response to the control exerted by the government. The findings also reveal that young Vietnamese consumers use their everyday consumption practices to achieve individualization through self-emancipation, self-enrichment, and self-actualization, and to achieve socialization through self-authentication and self-cultivation. In this way, young Vietnamese consumers reject the communist identity and lifestyles promoted by the government.

In this paper, we compare the results of the European Banking Authority (EBA) stress tests conducted in 2014 with the market-based measures of capital losses, which are the marginal expected shortfall ( M E S ), the systemic risk measure ( S R I S K ) and the delta conditional value at risk ( Δ C o V a R ). These measures allow us to estimate the expected capital shortfall in the case of a crisis. The empirical analysis is performed on a sub-sample of the banks included in the stress test exercise, because only 57 European banks, in 22 countries, are publicly traded. We find that the S R I S K is the best predictor of systemic risk among the 3 systemic risk measures, since it is the most correlated with the stress test results. Furthermore, we focus on the realized outcomes (realized loss, realized return and realized volatility) and compare them with the 2014 EU stress test results.

International audience; Despite intensive research dedicated to both social alliances and business models, a research gap persists with regard to why and how nonprofit organizations (NPOs) choose (or not) to partner with for-profit organizations (FPOs) to obtain funding. By adopting an NPO-centered analysis, this article presents a new framework, based on Bourdieu’s forms of capital. With an explicit consideration of symbolic capital—and the risks of damaging it if the NPO turns to FPOs for funding—the authors explore specific issues related to NPO business models. The empirical test of the framework relies on an original database of 150 nongovernmental organizations with international scope. It reveals four distinct business models (public, civic, opportunistic, and diversified) and demonstrates that a high stock of symbolic capital gives organizations the power to choose and eventually diversify their funding sources, including partnering with select FPOs.

International audience; This research sheds light on the way by which new sociotechnical devices (platforms, mobile applications, etc.) reshape exchanges, alter the traditional sociality, weave new relationships with their users and finally alter the role of the consumer in the “shop my closet” practice. By mobilizing a multi-method qualitative approach over a six-year period, this research reveals both the entrepreneurial dimensions of the practice and the “post-sociality” that it participates to sketch.; Cette recherche éclaire la manière dont les nouveaux dispositifs sociotechniques (plateformes, applications mobiles…) remodèlent les échanges, tissent de nouvelles relations avec leurs usagers, transforment les rapports humains et modifient le rôle du consommateur dans la pratique du vide-dressing. Mobilisant une approche qualitative multi-méthodes sur une période de six années, cette recherche révèle à la fois les dimensions entrepreneuriales de la pratique et la « post-socialité » qu'elle participe à construire. Mots-clés : économie collaborative, échanges pair à pair, consommateur-entrepreneur, (post)-socialité, objet épistémique.

Purpose – This paper aims to develop and validate a scale measurement of trust in long-term relations, specifically in the maintenance phase, between buyers and sellers. Relying on a cognitive conception, existing scales do not measure the affective trust occurring in the maintenance stage of the relationship. Design/methodology/approach – Three surveys were conducted with purchasing managers of enterprises in various business-to-business (B2B) sectors to build a bi-dimensional measurement scale of affective trust as a sentiment of security and affective attachment. For measurement scale development, established construction procedures were followed, including qualitative and quantitative surveys. The process can be summarized as: domain specification, generation of questionnaire items, empirical survey and iterative process of scale purification based on reliability assessment and validity checks. Findings – The results indicate satisfactory psychometric properties of the new Affective Trust Scale (ATS). Furthermore, they demonstrate the scale’s measurement invariance across business sectors. The research confirms the importance of affective aspects of trust and supports the reliability and validity of the measure. Nomological validity assessment of the scale shows that sentiment of security-based trust impacts investment in business relationships. Research limitations/implications – The ATS developed and tested in the B2B French context needs to be evaluated taking into account several limitations. First, the specific context was a sample of buyers in France experiencing lasting relationships, suggesting that an extension of the study to other countries would be desirable. Also, the ATS needs to be further validated and confirmed in other contexts, for instance, within buyer–supplier relationship intensity. Practical implications – The ATS can help firms to identify key parameters in buyer–seller relationships. It is important for the seller to collect information to determine the stage of the relationship before spending money on targeting customers, as they may not be ready to broaden the scope of their contract. The ATS can be very useful for companies to assess the state of the relationship and the strength of the bond in a timely manner and, therefore, anticipate the relational orientation. Segmentation based on relational phases requires tailoring to each form of trust strategies and hence the accurate identification of the relationship phase could help to better categorize and subcategorize customers with respect to the sentiment of security and affective attachment degrees. Furthermore, an understanding of the two dimensions is useful for key account managers to adjust relationship management toward specific actions (e.g. sentiment of security and/or affective attachment). The ATS could be very useful to guide managers in taking the right decision, by focusing both on sentiment of security and affective attachment dimensions of affective trust. Originality/value – Affective trust is important to B2B managers, who frequently struggle to build and maintain close relationships with customers and suppliers. This paper adds insights into the complex but important construct of trust. The scale could be used for empirical studies of affective trust in B2B relationships. It may also help marketing managers develop better relationships with partners.

International audience; L’objectif de cette recherche est d’étudier la collaboration entreprise–consommateurs dans un processus d’innovation via la pratique du crowdsourcing interactif. Ce type de crowdsourcing s’inscrit dans une démarche de co-création et se caractérise par des interactions étroites entre les deux catégories d’acteurs. Pour répondre à cet objectif, le concept d’objet-frontière, développé en sociologie, a été mobilisé. L’objet-frontière est susceptible de faciliter la compréhension des dynamiques d’interactions et d’actions collectives entre acteurs disparates. Les résultats de cette recherche mettent en évidence que les objets-frontières et artefacts de négociation permettent de matérialiser la production des échanges de connaissance et de compétence entre le monde de l’entreprise et celui des consommateurs. Ils soulignent également le rôle de ces objets en tant que révélateurs de jeux d’influence et de pouvoir susceptibles de générer des déceptions et des tensions entre acteurs. Cette recherche apporte un regard nouveau sur les intérêts, limites et défis d’une démarche de co-création.

International audience; This research investigates how hedonic evaluation of technological innovation affects directly store revisit intention and indirectly through the mediation of customer satisfaction and shopping experience. The introduction of new technologies in super-and hypermarkets was studied using a quantitative survey undertaken with 257 real customers. Respondents assessed four innovative tools (automatic check-out, Internet kiosk, Smartphone and self-scanning). Structural equation modeling results show that customer hedonic evaluation of technological innovation affects positively store revisit intention. However, while technology pleasantness influences it significantly technology interactivity does not. Furthermore, we establish significant mediation effects of customer overall satisfaction and shopping experience on the relationship investigated. FIMIX-PLS segmentation 1 identifies two specific groups (low and high hedonic technology seekers). This research stresses retail companies to focus on hedonic aspects of innovative technologies offered in the context of store digitalization and to invest in personnel and accompanying measures that enable a smooth use of technological innovations.

This cross-cultural research investigates how store brand perceptual cues and cultural differences affect the relationships between service quality and attitude toward store brands in two emerging countries. Using mall intercept surveys, the authors gather data from 1027 respondents in Brazil and Vietnam. Based on structural equation modeling results show that both positive and negative perceptual brand cues mediate the effects of overall service quality, store physical aspects, store reliability, and personnel attention on attitude toward store brands. Moreover, specific mediation processes arise; perceived price and functional risk mediate these effects in both countries investigated, whereas store brand perceived value and financial risk do not. The cultural context moderates the relationships as well, such that the effects of overall service quality, store physical aspects, and store personnel attention on attitude toward store brands are stronger in Brazil than in Vietnam. However, the effect of store reliability does not differ across countries.

International audience; This article proposes a protocol for the videographic method in marketing research. Its aim is to develop the toolbox available to researchers by outlining how academic videography can be used and by identifying the challenges and opportunities inherent in such an approach. Providing researchers with a concrete guide in this way is also a response to the calls for more widespread use of this method in the academic community. The article presents both the application and an evaluation of the videographic method through four successive phases: pre-production, production, post-production and dissemination. This protocol is based on an analysis of the origins of videographic research – primarily North American. This is complemented by an analysis of the corpus of French-language productions presented at national and international conferences, with the aim of providing a broad and non-ethnocentric vision so as to specify the methodological process and the various choices involved, thereby contributing to the development of creative and innovative studies.

International audience; In 2010, collaborative consumption was raised up as a disruptive and even revolutionary mode of consumption. Adopting a theoretical and methodological framework inspired by the praxeology of Pierre Bourdieu, this article offers a study of this transformative prophecy. Qualitative data were collected incrementally and using various methods. Their analysis reveals that consumers identify and adopt these activities above all in practical ways shaped by commercial mechanisms. Although influenced by this consumerist habitus, some collaborative practices are also based on an alternative market mindset. Furthermore, consumers identify a space for practices between which they navigate in dynamic ways. Based on these mechanisms and the level of perceived socialisation inherent in collaborative activities, we propose to discuss the consumerist habitus, the transformative potential of such practices and the challenges ahead for marketing research.

Purpose This study investigates how marketing policy and consumer characteristics affect consumer choices of store brands across four product categories during specific crisis periods. Design/methodology/approach Based on a large set of panel data (N = 80,732), the authors develop dynamic choice models to assess consumers’ choices of store brands during crisis periods. Findings Key marketing variables (i.e., price, product quantity, displays, and feature promotions) and consumer characteristics both affect store brand choice significantly. However, crisis intensity moderates the unique relationships of the four marketing variables, consumer characteristics, and store brand choice. Furthermore, the findings vary across product categories, such that the effects differ depending on the product category, because consumers adopt diverse strategies to deal with difficult economic situations. Research limitations/implications The findings reveal both theoretical implications for marketing research and managerial orientations for retailers and manufacturers that hope to sell different products in challenging economic situations. A limitation of this research is its failure to include perceptual variables in the analysis. Originality/value In contrast with previous studies, this research investigates how crisis intensity affects the relationship of brand choice with both marketing variables and consumer characteristics. It also documents differences between product categories, using a panel data analysis and dynamic modelling.

International audience; This is a study of the effect of social engagement on responsible tourist behaviour. We also examine the mediating role of responsible public management of tourism, involvement in responsible tourism and the ecological orientation of tourism. This research is based on an overall sample of 656 respondents. Our research hypotheses are tested using structural equation modelling. The results reveal a direct positive effect of social engagement on responsible behaviour among tourists. Involvement in responsible tourism and satisfaction regarding the responsible public management of tourism have mediating effects on the relationship between social engagement and responsible tourist behaviour. However, an ecological orientation in tourism has no significant mediating effect on this relationship, nor does it have a direct effect on responsible tourist behaviour. We also discuss the theoretical and managerial implications of our findings.

This research explores the relationship between service innovation and international development in producers' service firms. A theoretical model explaining how firms achieve international performance is tested using the partial least-squares (PLS) method. Data are obtained from a specific survey answered by 51 French top managers of internationalised business service firms. The result shows that service innovation plays a significant role in international performance but far less than international experience and even less than the mastery of Information and Communication Technology. International competence of the firm's personnel also enhances innovative behaviour. In this sample, these two kinds of skill seem to be the best drivers towards international performance.

International audience; This article illustrates the use of researcher introspection prior to undertaking a sensitive research project. We first describe the research design. The contributions of introspection in relation to the concept of ethnicity are then clarified: (1) the feeling of belonging to an ethnic group (or ethnicity) is experienced only through social interaction; and (2) ethnicity is an ongoing process that is organized around self-protection tactics. Ethnicity emerges as an individual and syncretic process. The identity positions outlined in the various acculturation or post-assimilation models do not take this personal dimension into account, and limit individuals to cultural categories defined in relation to the majority culture. Accordingly we study ethnicity through practices and places of consumption characteristic of minority culture in order to understand consumers' inner dialogue and the interactions experienced and to take into account the reciprocity of cultural exchange.

International audience; Les pratiques d'achat en commun et d'échange de vêtements entre une mère et sa fille adolescente présentent de multiples formes et des intensités variables. Une typologie construite selon le degré de féminité que la mère attribue à sa fille comme à elle-même rend compte des différences subtiles entre ces pratiques. L'approche interprétative identifie les mécanismes sous-jacents: comparaison sociale et influence interpersonnelle. Sans maîtriser ces mécanismes de nature identitaire, le marketing peut, en les exploitant, induire la confusion générationnelle.

International audience; Cet article fait un historique des différents courants français de recherche sur la consommation apparus entre la fin des années 1980 et les années 2000, et qui se sont rassemblés ensuite dans le courant dit de la Consumer Culture Theory (Arnould et Thompson, 2005). Les différents auteurs et travaux sont présentés chronologiquement: les années clandestines, les années de légitimation, et enfin, les années de consolidation de manière à mettre en lumière L'émergence des principaux thèmes de recherche. À partir de cet historique et en s'appuyant sur une recherche bibliométrique, cet article développe trois apports majeurs de la recherche française proto-CCT: l'appropriation de l'expérience, la valeur de lien des offres et la sociosémiotique de la consommation. L'article se termine par les axes possibles de développement.

Very small businesses (VSB) experience financing constraints unlike those encountered by larger companies; however, they are rarely studied. Their unique characteristics, including the important information asymmetry they suffer and the predominant role of their shareholder-manager, may be well suited to a pecking order theory framework as a means to analyze their capital structure decisions. Specifically, VSB financing choices appear to follow a hierarchical order, such that they prefer internal to external financing and debt to stock issuance. Using a sample of 393,662 firm-year observations from 56,605 individual French VSB, this study shows that the pecking order theory can explain most of their financing decisions. In addition, a change in debt relates asymmetrically to financing deficit. Firms with a positive deficit rely almost entirely on debt for financing, whereas firms with a negative deficit (excess of financing) behave more conservatively and are less likely to repay their debts spontaneously in advance.

International audience; In France, Fair Trade arrived on the scene in the late twentieth century, and since then has passed through several experimental phases before becoming an enduring ''realistic'' economic alternative. To understand the transformation, this article defines Fair Trade as a social construct issues and tensions of which change depending on the point of entry. By conducting a secondary analysis of several data sets from varied sources, including documentary material, interviews, and observations , the authors trace the history of Fair Trade in France, define its introduction as a system, describe its institutionalization, and contribute to a greater understanding of how its ideals have changed and become more professional over time. The analyses reveal that the term ''Fair Trade'' has become ambiguous, spanning divergent and conflicting ideas and projects, including opening and closing conventional market systems and alter-globalization and anti-globalization.

International audience; Cet article discute des travaux sur l'ethnicité en tant que construit social. Il retrace les évolutions de la recherche sur ce thème en proposant de distinguer deux grandes approches qui traduisent des conceptions épistémologiques et méthodologiques différentes. Ces dernières se distinguent selon qu'elles considèrent l'ethnicité comme une caractéristique ou comme une ressource. Les limites des recherches antérieures et les débats contemporains appellent à renouveler la conception de l'ethnicité dans l'étude du consommateur par une plus grande prise en compte des contextes socioculturels et des interactions sociales. La conclusion questionne la responsabilité des marketeurs comme agents de transformation sociale.

International audience; La grande distribution française est aujourd’hui confrontée à des actions d’autoréduction de la part de consommateurs en quête de pouvoir d’achat. Ces actions, qui peuvent prendre la forme de vols collectifs, imposent une baisse de prix des biens ou des services.Pour en décrypter les mécanismes et les fondements, cette recherche s’appuie sur une démarche interprétative d’inspiration ethnographique faisant appel à des entretiens et à des observations in situ et sur Internet. Elle propose de lire l’autoréduction comme une forme particulière de vol, mais aussi comme une action collective s’inscrivant dans un mouvement social et comme un acte de résistance. Malgré son caractère marginal, l’existence de l’autoréduction invite la communauté marketing à s’intéresser aux exclus de la consommation.

International audience; Les préoccupations éthiques, sociales et écologiques contemporaines renouvellent la question du sens dans les pratiques de consommation. Cet article étudie le sens que les consommateurs responsables donnent à la consommation à l'aide de récits de vie analysés par une approche structurale. Les résultats permettent d'identifier des actions communes aux narrateurs: fuir le mal-être, retrouver le soi authentique, éviter l'isolement et contrôler sa vie. Trois significations à la consommation responsable sont par ailleurs mises en lumière: l'acte libératoire, l'acte politique et l'acte moral.

International audience